Thirdly, she called for improved product design to create items that are longer-lasting, repairable and recyclable. Alongside this, Goodwin pointed to new business models that encouraged re-use such as Argos’ gadget trade-in initiative.

Goodwin said the recent circular economy package from the European Commission gives the waste industry “a framework to start from”, but that continued progress would come from convincing policy-makers and business of the economics benefits of a circular approach.

Goodwin’s speech comes the day after a new report from the European Environment Agency (EEA), which said a transition to a circular economy requires a 'substantial expansion of the knowledge base' in order to chart progress and identify where more work is needed.